Publications

Publication details [#41329]

Bush, Alan J., Anil Menon and Denise Smart. 1987. Media habits of the do-it-yourselfers. Journal of Advertising Research 27 (5) : 14–21.

Publication type

Article in journal

Publication language

English

Keywords

communication | mass media

Place, Publisher

Cambridge University Press

Annotation

This paper examines the media habits and attitudes of the specific market segment of the do-it-yourselfers', in order to help to work out efficient communication strategies for this particular segment.